درخت حوزه‌های تخصصی

Media literacy is a topic that is concerned with the audience's power of understanding of the way in which media works and how they make sense thereof, and seeks to make this analysis a habit and a task for the audience. In this regard, present research provides a model for promotion of public relations with an emphasis on media literacy among managers and employees of Mazandaran Gas Company. In this paper, the data were sorted out through three stages after introduction of the concept media literacy using the qualitative method of grounded theory and holding 15 in-depth, semi-structured interviews with the academics and experts of the field, and following a content analysis. Based on the findings, the model is made up of five components: 1. The elements promoting media literacy at three macro (i.e. formulation of educational rubrics, changing educational methods, culture building with media literacy potential, adopting a problem-oriented approach, creating a national Internet, coherence and consistency in policy making and planning, and media content monitoring), intermediate (i.e. group interaction with colleagues and management training), and micro (i.e. technological knowledge, cognitive knowledge, media knowledge, and content production); 2. Decisive factors (categories of macro, intermediate, and macro level factors); 3. Interfering factors (including government intervention, lack of legislation or regulations); 4. Strategies (including policy and planning strategies, educational strategies, and culture- and discourse building strategies; 5. Consequences (i.e. economic, social, cultural, political, technological, communication, environmental, and individual-behavioral consequences).

The purpose of this study is to investigate the effect of competitive advantage strategies on customer loyalty with the mediating role of customers brand identification and brand awareness in the insurance industry. The study methodology is descriptive-correlational and the statistical population were Parsian Insurance brand customers in Rasht, Lahijan and Bandar Anzali cities. By the use of Morgan table, the sample size were 384 people which finally we selected 389 people by the use of random sampling method. The main dimensions of the research questionnaires were competitive strategies of differentiation, cost leadership, brand identification, brand awareness and customer loyalty. In order to analysis the data we used SPSS 22 and Smart PLS 2 software. The results indicated that differentiation strategies has meaningful and significant effect on customer loyalty and also the mediating roles of brand identity in the relationship between differentiation and customer loyalty and also in the relationship between cost leadership and customer loyalty were confirmed, but the relationship between cost leadership on customers loyalty and the mediating role of brand awareness in the relationship between differentiation on customer loyalty and cost leadership on customer loyalty were not confirmed. 

The purpose of this research was to identify the skills and abilities learners need in a digital learning environment during the Corona crisis. The research approach was applied in terms of objective and the data collected using the mixed-method approach. In the first part, using a qualitative approach and a document search method, 33 components (related to the skills and abilities of e-learners) were identified, and then19 components out of 33 with the highest frequencies were selected. The target population for this study included all MA students of the University of Tehran who had the experience of studying in an online learning environment, then 374 individuals were selected as a sample using the random sampling method. In the second part, using a quantitative approach and a descriptive-analytical research method, the questionnaire developed by the researcher relies on 19 components identified in the previous step. The experts' opinions proved the validity of the questionnaire—moreover, its reliability in 0.94 (Cronbach alpha). The data was analyzed by SPSS and LISREL, and the results of the data analysis demonstrate that the proposed model is a good fit. Among the 19 components surveyed, all are above average. Finally, the results indicated that the most critical components from e-learners’ view which more critical in digital learning were effective communication, use of the computer, active learning, learning skills, resilience, motivation toward e-learning, emotional intelligence, interaction with e-learning system, self-direct learning, time management, flexibility and adaptability, critical thinking, creativity, asking someone for help, leadership skills, stress management, self-organized, cognitive skills and self-assessment

This research was aimed at develop and validate an influencer behavior model in social media marketing. The statistical population in the qualitative section consisted of Academic and organizational experts including social media marketing experts. A sample of qualitative sample was used for purposeful sampling and in a small part of the compilation sampling. The data collection tool was interviewed in the qualitative section and in the quantitative section the questionnaire was used. Data were analyzed using confirmatory statistical analysis. The results identified 17 components and 90 indicators that 4 components of influencing the behavior of influencers in social media marketing. Finally, the research model consisting of influential and influential factors was presented and its degree of appropriateness was appropriate.